THAT BRAND IS “MY” BRAND!
You can’t go to a supermarket, hardware store, movie, or even buy an airplane ticket without being exposed to some kind of a brand loyalty program. Whether it’s supersaver, club membership, or travel miles, they all think they can keep you loyal with credits and...read more
I WANT IT!
Since before the time of Aristotle, humans have been trying to convince other humans to take action. But it was Aristotle who really defined the three major ways those arguments could be characterized. Were they arguments of “Ethos,” appealing to the advocate’s...read more
I GOT THE MESSAGE!
Especially with CPG brands on a crowded retail shelf or on a e-retailer’s page, your message had better be conveyed as short, powerful, and meaningful as possible. You only have a split second to catch your customer’s attention and relay your brand’s value. You don’t...read more
THAT’S MY BRAND!
What identifies your CPG brand? What distinguishes it from the others? It’s not what you think, it’s what your customers think! You may have some influence on what they think, but ultimately, it’s what they think. Contrary to popular belief, most brands are not killed...read more
YOU GET WHAT YOU PAY FOR!
Today it seems like you can get everything for “free” on the web, even free logo makers. As an inexperienced, first time CPG brand builder, you can easily get the idea that you know enough to create a logo using one of many free logo creator sites for your consumer...read more
I’VE SEEN THAT BRAND BEFORE!
We spend a lot of time and money these days on online brand building. There are thousands of online marketers that promise to transform your sales. They’ll build you funnels, buy you Facebook ads, and even write compelling copy. But who does it go to? A huge...read more
As your consumer brand business develops, it will move through 4 distinct stages. It’s critical to the survival of your brand to recognize what stage you are in and what each requires before you get there and run into a wall. Understanding what to look for and what to...read more
IN RELATION TO WHAT?
It’s really hard to give folks a good deal! This is especially true when your price matches a point that is not known for high quality. We ran into this perceived value challenge when we started Barefoot Wine. Our concept was to produce a product that delivered the...read more